I found the demo a bit underwhelming, if only because it was guided. However I must admit the scene on the mountain, in front of the piano, and on the football pitch were amazing.
Free advice for anyone going in for the demo: be comfortable in VR, read up on how the AVP works ahead of time, and tell the Apple person that. I got to see/experience a lot more during my demo than a friend did because I was always jumping ahead and pushing the pace.
If that is the future of content, sign me up.